The Unruly Blog

As the advertising landscape continues to grow and change, new opportunities and challenges lie ahead as we move into the next phase of programmatic trading. This recording taken from the Programmatic Summit 2020 in Sydney on 5th March gives listeners a perspective from all sides of the industry and a glimpse at what companies are looking at in programmatic, as well as what they plan to bring into their businesses as we continue into 2020 and beyond. The panel was moderated by Heath Irving, Head of Programmatic and Partnerships ANZ at Unruly and the panellists were Joyce Tan, Head of Marketing Confectionery at Nestlé, Zara Cobb, CMO at Lendi, Clay Gill, CEO at Cadreon and Ricky Chanana, Managing Director AUNZ at Unruly. Heath has also broken down his 5

Trying to navigate the current global spread of the coronavirus poses a real challenge for brands. This is in an unprecedented situation and knowing the best way to engage with consumers certainly raises a lot of fundamental questions. Should you create specific COVID-19 creatives or continue as normal? What kind of tone should you use? Should you try and make people laugh or be serious? Should you pause advertising completely until the whole crisis is over? According to research from Edelman, two-thirds (65%) of consumers say how brands respond to the pandemic will have a “huge impact” on their likelihood to buy their products in the future. So what is the best way forward for advertisers? Well, at Unruly we have carried out a number of studies over

COVID-19 has caused widespread disruption across the globe. The spread of the coronavirus — and subsequent government lockdowns and social distancing measures around the world — has had a huge impact on consumer behaviours and attitudes. Dealing with such an unprecedented situation has caused shockwaves across Adland, with advertisers understandably struggling to adapt to this uncharted territory. Over the last few weeks, Unruly has been conducting a number of studies to help advertisers face the spread of COVID-19 with certainty. As well as running global consumer surveys, we’ve also been using our emotional testing and targeting tool, UnrulyEQ, to discover how brands’ COVID-19 ad strategies have been received by consumers around the world. Last week we analysed US reactions to coronavirus content from Ford, Guinness and Lysol, plus

The global spread of the Coronavirus continues to bring disruption and uncertainty to our lives. The ad industry is also struggling to adapt, with many campaigns and budgets being cancelled or postponed. Understandably, advertisers are asking themselves how they should react. Not only about what the right strategy is, but also what’s the right messaging to use. Should they talk about COVID-19 at all? Or talk about something else to distract from what’s going on? Well, a number of brands have decided to tackle the issue of Coronavirus head-on in their creative strategies. So at Unruly, we decided to use our emotional testing and targeting tool, UnrulyEQ, to see how their strategies have been received by consumers around the world. The ads we analysed are from Ford, Guinness

These are undoubtedly challenging times, with the global spread of the Coronavirus continuing to have a huge impact on our industry and our lives. As we continue to enter uncharted territory, we’ve outlined three immediate things brands can do to ensure they are reaching the right audiences and striking the right tone. 1. Adjust your creative With most areas of the world on lockdown and social distancing measures firmly in place, it’s going to be near impossible to film new footage and creatives over the coming months. To get around this, we’ve seen a number of brands adapting old creative to tell new stories and convey new messaging in light of the coronavirus outbreak and we’ve been testing these ads to see how they resonate with audiences. Guinness

Digiday’s publishing summit was due to happen this week in Colorado so we sat down with our BD team to find out what they think the top three publishing trends in the US are that would have dominated discussions at the event. 1. The Death of the Cookie Will Direct Next Steps Google’s announcement that it would phase out support for 3rd-party cookies on Chrome in two years’ time has sent all of digital advertising into an existential spiral. Publishers face a major problem as they’ll lose the primary way advertisers target their audiences. If the results of Safari and Firefox restrictions are any indication, steep drops in CPMs (in the 30-40% range) could be fast approaching. Luckily the industry at large is working on solutions. The most

Working from home can be challenging, especially for those of us who are used to working in a busy office Monday to Friday. Unruly’s People Team Directors, Polina Wilson and Karina Stelling, give us their top tips for getting the most out of your new home office environment! Keeping in Touch Schedule in regular daily team stand-ups. It’s always great to connect and check-in with the rest of your team, even if it’s not specifically work-related. Sometimes it helps to just talk things through! Implement optional lunch or coffee break calls every now and then with your team. No work agenda, just to chat! When you can, activate your camera to give those video calls a more personal and approachable touch. Make sure your calendar is up to

It’s Mothering Sunday in the UK this weekend, and while this year’s celebration will be very different from any other because of the Coronavirus pandemic, the technology we have in place means we can still celebrate together — even if we’re not in the same room or even country. To mark the occasion, we’ve dug through our emotional database to discover which ads mothers across the UK find the most emotionally engaging. Our round-up includes a hibernating bear, a generous shopkeeper and some incredibly cute puppies. Enjoy! 3. Cancer Research: What Is A Race For Life Like? Emotional score: 55% This ad follows a group of women running the Race For Life, shining a spotlight on all the diverse ages and backgrounds across the UK that come together

It was revealed that public trust in advertising had hit a record low of 25% last year, while Keith Weed, President of the Advertising Association, recently suggested more than two-thirds of consumers (69%) no longer trust advertising. Such corrosion in consumer trust is not something that’s happened overnight but over time due to various advertising practices, including people being bombarded with ads, the targeting of vulnerable groups (e.g. gambling and payday loans), creepy ads that follow you around the internet and unhealthy messaging. But how can advertisers earn consumers’ trust back? Well, since we began planning for GDPR back in 2018, data privacy has been at the forefront of industry conversations and this hasn’t stopped. The CCPA (California Protection Act) was launched at the beginning of this year